Lamar Advertising
Lamar Advertising Company operates the largest U.S. outdoor advertising platform with over 360,000 displays across the U.S. and Canada, serving local businesses and national brands through digital and static billboards, transit, and airport advertising.
- Company typePublic
- Founded1902
- HeadquartersBaton Rouge, United States
- Headcount—
- GTM typeB2B
- OfferingServices
What Lamar Advertising does
Lamar Advertising Company, founded in 1902 and headquartered in Baton Rouge, Louisiana, is one of the largest outdoor advertising operators in North America, with over 360,000 advertising displays across the United States and Canada. The publicly traded REIT (Nasdaq: LAMR) generated $2.27 billion in FY2025 net revenue and $1.06 billion in Adjusted EBITDA at roughly 47% margin, with the Reilly family exercising significant leadership—Sean Reilly as CEO and Ross Reilly as president of the outdoor division. Inventory spans traditional static bulletins (14x48 feet), posters, junior posters, the largest U.S. network of digital billboards (over 5,600 displays), transit advertising on buses, trains, and shelters, airport advertising at 35+ U.S. airports, wallscapes, and interstate logo signs.
The technology stack centers on digitally connected billboard infrastructure that rotates ads every 6 to 8 seconds and supports real-time dynamic content integration—including weather, traffic data, live sports scores, social media feeds, flight information, and lottery jackpots—without separate production costs on digital inventory. Proprietary display enhancements include the VISEN day-to-night backlit bulletin, 3D foam and inflatable props up to 4x8 feet, LED lighting, spangles, extensions, pop-outs, smoke machines, pole wraps, and backlit cans. A programmatic advertising platform supports real-time bidding and cross-channel audience segmentation. The company also operates a self-serve inventory marketplace on its corporate website and an in-house creative design team of over 100 designers offering free campaign design.
The sales-led go-to-market model relies on a distributed network of regional offices across 40+ U.S. states and Canadian provinces, where sales representatives and account executives manage relationships with both local SMB advertisers and national brand advertisers. Customers are diversified horizontally across automotive, food and beverage, retail, healthcare, entertainment, government/political, financial services, and travel segments—named advertisers include Delta Air Lines, Heineken, Taco Bell, Wendy's, Crown Royal, BankFirst, Boston Celtics, and the federal America 250 Campaign. Pricing is quote-based with multi-year contracts, and Lamar pursues tuck-in acquisitions to consolidate regional billboard supply, most recently acquiring Cleveland Outdoor Advertising in February 2026.
Lamar Advertising firmographics
Firmographics- Name
- Lamar Advertising
- Legal name
- Lamar Advertising Company
- Website
- https://midamericaadvertising.com
- Company type
- Public
- Founded year
- 1902
- Operating status
- Operating
- Short description
- Lamar Advertising Company operates the largest U.S. outdoor advertising platform with over 360,000 displays across the U.S. and Canada, serving local businesses and national brands through digital and static billboards, transit, and airport advertising.
- Ownership category
- akta.pro rank
Lamar Advertising industry classification
Industry- Product category
- Outdoor Advertising
- NAICS
- Indoor and Outdoor Display Advertising (54185), Indoor and Outdoor Display Advertising (541850)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Static Billboards & Posters (Roadside, Wallscapes) (BPAFALAA)
- akta.pro secondary industries
- Street Furniture Advertising (Bus Shelters, Kiosks, Benches, Phone Booths) (BPAFALAD), Transit Advertising (Bus, Rail, Subway, Taxi, Airport Transit) (BPAFALAC)
Keywords
Where Lamar Advertising is headquartered
LocationHeadquarters
- HQ city
- Baton Rouge
- HQ country
- United States
- HQ region
- North America
Offices21 records
Markets served
Lamar Advertising business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Infrastructure, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Billboard Advertising Rentals: Traditional static billboard rentals including bulletins (large format, 14x48 feet, 672 sq ft), posters, and junior posters at various locations across the US and Canada. Revenue is generated from rental fees based on location, size, and duration of advertising space.
- Digital Billboard Advertising: Digital billboard advertising with over 5,600 displays. Ads rotate every 6-8 seconds and can be changed in real-time. No production costs added to space rate. Revenue is based on digital display location and campaign duration.
- Airport Advertising: Advertising displays at airports across the US including digital displays, static displays, and custom exhibits in concourses, baggage claim, and international arrival areas. Features high-definition LCD screens with full-motion video and animation capabilities.
- Transit Advertising: Digital transit advertising on buses, trains, stations, and bus shelters. Incorporates real-time information such as transit schedules, delays, and weather updates.
- Logo Sign Displays: Interstate logo sign displays along highways. The company is described as a leading owner and operator of outdoor advertising and logo sign displays.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Traditional Billboard Rentals (Bulletins, Posters, Junior Posters) |
| Subscription | Multi-year contract | Digital Billboard Advertising |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Lamar Advertising product offering
Product offeringCore offering
Lamar Advertising rents outdoor advertising space on more than 360,000 displays across the United States and Canada, including traditional billboards (Bulletins, Posters, Junior Posters), the largest network of digital billboards in the U.S. (5,600+ displays), airport advertising, transit advertising, wallscapes, and interstate logo signs. The company sells space to local businesses and national advertisers through a network of regional offices supported by an online inventory marketplace, and provides free professional design services and dynamic content capabilities as part of its offering.
Product overview
Lamar Advertising offers a comprehensive out-of-home advertising platform with traditional and digital billboard inventory across the U.S. and Canada, featuring over 360,000 displays including more than 5,600 digital billboards. The core product portfolio includes Billboards (Bulletins, Posters, Junior Posters), Digital Billboards, Airport Advertising, Transit Advertising, Wallscapes, and Programmatic Advertising. Supporting modules include Digital Capabilities (weather, traffic, live scores, social media feeds), Embellishments (3D props, LED lighting, extensions, spangles), and free Design Services. The company serves local businesses and national brands through a nationwide network of offices.
Differentiator
Problem solved
Functional benefit
Products and services
- Billboards (Bulletins, Posters, Junior Posters) Traditional outdoor advertising displays including Bulletins (14ft x 48ft, 672 sq ft), Posters, and Junior Posters that deliver 24/7 exposure to vehicular traffic on highways, expressways, and primary arteries. Available nationwide across the U.S. and Canada.
- Digital Billboards Digital outdoor advertising displays with over 5,600 displays across the U.S., forming the largest digital billboard network in the country. Ads rotate every 6-8 seconds, support real-time content updates, and dynamic creative programming without additional production costs.
- Airport Advertising Traditional and digital advertising displays in airports across 35+ U.S. airports, including concourses, baggage claim, international arrivals, and custom branded environments. Features high-definition LCD screens with full-motion video and animation capabilities.
- Transit Advertising Digital transit advertising on buses, trains, stations, and bus shelters that brings Out of Home messaging into communities. Incorporates real-time information such as transit schedules, delays, and weather updates.
- Wallscapes Large-format wall advertisements applied to building surfaces for high-impact visual advertising in urban environments.
- Programmatic Advertising Automated, data-driven process for buying and selling digital advertising space in real-time with real-time bidding, targeted audience segmentation, and cross-channel capabilities.
- Logo Sign Displays Interstate logo sign displays along highways. Lamar is a leading owner and operator of outdoor advertising and logo sign displays across the U.S.
Quantifiable outcome
- Nearly 90% of consumers have noticed a billboard advertisement in the past month (per Nielsen)
- +4 more outcomes
Companies that use Lamar Advertising
Customer profileNamed customers25 records
Segments6 records
Ideal customer profiles3 records
Lamar Advertising technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Lamar Advertising partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Cleveland Outdoor Advertising (Acquisition)coreLamar acquired the assets of Cleveland Outdoor Advertising, adding 31 high-profile bulletin faces and 40+ junior bulletin faces to their Cleveland portfolio. COA was founded 47 years ago and grew to include premium bulletin locations in the Cleveland metro area.
- Federal OSHA and Lamar AllianceminorSafety alliance partnership with Federal Occupational Safety and Health Administration (OSHA) focused on workplace safety standards for the outdoor advertising industry.
- OSHA Region 10 and Lamar AllianceminorRegional safety partnership with OSHA Region 10 covering Pacific Northwest states.
- OSHA Region 8 and Lamar AllianceminorRegional safety partnership with OSHA Region 8 covering Mountain Plains states.
- NCDOL and Lamar AllianceminorSafety partnership with North Carolina Department of Labor focused on worker safety initiatives.
- Georgia Struck By Alliance Safety Stand DownminorIndustry safety initiative partnership with Associated General Contractors of Georgia addressing struck-by hazards in construction and outdoor advertising.
- Altec IndustriesminorSafety partnership with Altec Industries, a manufacturer of aerial lift equipment used in billboard installation and maintenance.
- National Ladder Safety MonthminorPartnership supporting National Ladder Safety Month initiative, relevant to billboard installation and maintenance operations.
- OAAA (Outdoor Advertising Association of America)minorIndustry association membership. Lamar executives serve on OAAA board and the company participates in industry standards and advocacy through this association.
Scale indicators15 records
Recent moves6 records
Expansion highlights5 records
Lamar Advertising competitors and assessment
Company assessmentOthers
- The Trade Desk: The Trade Desk is a leading programmatic advertising buying platform that increasingly integrates DOOH inventory (including Lamar's programmatic offering). It is not a direct competitor but a key enabling technology partner in the shift to automated, data-driven OOH buying.
Direct peers
- Outfront Media: Outfront Media is one of the largest U.S. outdoor advertising operators, with a comparable mix of billboards, transit, and digital OOH inventory across the same geographies and advertiser base, making it Lamar's closest direct competitor.
- Fairway Outdoor Advertising: Fairway Outdoor Advertising is a regional U.S. OOH operator running static and digital billboards, bus shelters, and transit inventory in the southeastern United States. It competes directly with Lamar's regional offices in similar local markets.
- Clear Channel Outdoor Holdings: Clear Channel Outdoor Holdings operates a comparable portfolio of static and digital billboards, street furniture, transit, and airport advertising in the Americas and Europe, directly competing with Lamar for national advertisers and local SMB budgets.
- Link Media (formerly Link Transit Advertising): Link Media is a regional OOH operator with static and digital billboards and transit advertising across multiple U.S. markets, competing with Lamar for regional and SMB ad budgets in overlapping geographies.
- Adams Outdoor Advertising: Adams Outdoor Advertising is a regional U.S. outdoor advertising company operating traditional and digital billboards across multiple states. It competes with Lamar for local and regional advertisers and represents the type of fragmented operator Lamar frequently acquires.
- Intersection (part of Sidewalk Labs / Alphabet-affiliated): Intersection operates digital out-of-home media in transit hubs (e.g., LinkNYC, airports, transit stations). It overlaps with Lamar's transit and digital billboard business in major metros and increasingly in programmatic DOOH.
Regional players
- Ströer SE & Co. KGaA: Ströer is a leading outdoor and digital out-of-home operator in Germany and broader Europe, with comparable billboard, transit, and programmatic DOOH capabilities. It is a useful comp on digital OOH economics but operates primarily outside Lamar's U.S./Canada footprint.
- Focus Media Information Technology: Focus Media is the dominant indoor and outdoor digital display advertising operator in China. While geographic markets don't overlap, it is a relevant emerging-peer reference for digital OOH scale, programmatic capabilities, and advertiser mix.
Broad incumbents
- JCDecaux: JCDecaux is the global leader in street furniture and transit-based outdoor advertising with a much broader international footprint. It overlaps with Lamar in transit and airport advertising but is less concentrated in traditional roadside U.S. bulletins.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Lamar Advertising social profiles
Digital presenceLamar Advertising financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lamar Advertising leadership team
Management profileNumber of profiles
Profiles4 records
Lamar Advertising funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lamar Advertising M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lamar Advertising
What does Lamar Advertising do?
Lamar Advertising rents outdoor advertising space on more than 360,000 displays across the United States and Canada, including traditional billboards (Bulletins, Posters, Junior Posters), the largest network of digital billboards in the U.S. (5,600+ displays), airport advertising, transit advertising, wallscapes, and interstate logo signs. The company sells space to local businesses and national advertisers through a network of regional offices supported by an online inventory marketplace, and provides free professional design services and dynamic content capabilities as part of its offering.
Is Lamar Advertising a public or private company?
Lamar Advertising is a public company. It is classified as public and is currently operating.
When was Lamar Advertising founded?
Lamar Advertising was founded in 1902.
Where is Lamar Advertising based?
Lamar Advertising is headquartered in Baton Rouge, United States, in the North America region.
How does Lamar Advertising make money?
Five revenue lines are on record. Billboard Advertising Rentals are the primary driver. The others are digital Billboard Advertising, airport Advertising, transit Advertising and logo Sign Displays.
Who are Lamar Advertising's main competitors?
The Trade Desk is listed as an others. Direct peers are Outfront Media, Fairway Outdoor Advertising, Clear Channel Outdoor Holdings, Link Media (formerly Link Transit Advertising), Adams Outdoor Advertising and Intersection (part of Sidewalk Labs / Alphabet-affiliated). Regional players are Ströer SE & Co. KGaA and Focus Media Information Technology. JCDecaux is listed as a broad incumbent.
Does Lamar Advertising have an API?
No public API is recorded for Lamar Advertising.
What industry is Lamar Advertising in?
Lamar Advertising's product category is Outdoor Advertising. Its primary akta.pro industry code is BPAFALAA, Static Billboards & Posters (Roadside, Wallscapes), with a secondary code of BPAFALAD, Street Furniture Advertising (Bus Shelters, Kiosks, Benches, Phone Booths). Its NAICS code is 54185 and its SIC code is 7310.